Refinery29 and eos are launching a new podcast to reach young fragrance enthusiasts. Nose Dive, the new five-episode podcast, will be dedicated to all things perfume. Hosted by perfumer and creative director Asia Grant, the series will kick off with a deep dive into Y2K fragrance nostalgia with Millennial and Gen Z pop icon JoJo, followed by conversations with perfume writer Arabelle Sicardi and stylist and editor Gabriella Karefa-Johnson. The season will run through late summer and fall, including a live taping at Refinery29’s BeautyCon in September. eos isn’t the first beauty brand to use podcasts to build cultural relevance—L’Oreal Groupe launched This Is Not a Beauty Podcast with The New York Times last year, while Milani sponsored Fat Mascara’s return earlier this year. And there’s clearly an audience for it: YPulse’s Post-Social Playbook trend data shows nearly half (47%) of Gen Z are interested in brands making podcasts or sponsoring creator podcasts. (Glossy)
👀 Read more from YPulse: The Podcast Playbook for Reaching Gen Z
